TY - JOUR
T1 - Customer satisfaction and brand equity
AU - Torres, Anna
AU - Tribó, Josep A.
PY - 2011/10
Y1 - 2011/10
N2 - The study here examines the interaction between shareholder value and customer satisfaction, as well as the impact on a firm's brand equity. Customer satisfaction may have a positive effect on brand equity, except when managers show excessive customer orientation, in which case the effect is negative because of reductions in shareholder value. The empirical analysis uses incomplete panel data pertaining to 69 firms from 11 nations during the period 2002-2005 and supports the theoretical contentions. This result warns of the perverse effect on brand equity of implementing policies focused exclusively on satisfying customers at the expense of shareholders' interests.
AB - The study here examines the interaction between shareholder value and customer satisfaction, as well as the impact on a firm's brand equity. Customer satisfaction may have a positive effect on brand equity, except when managers show excessive customer orientation, in which case the effect is negative because of reductions in shareholder value. The empirical analysis uses incomplete panel data pertaining to 69 firms from 11 nations during the period 2002-2005 and supports the theoretical contentions. This result warns of the perverse effect on brand equity of implementing policies focused exclusively on satisfying customers at the expense of shareholders' interests.
KW - Brand equity
KW - Corporate social responsibility
KW - Customer loyalty
KW - Shareholders' commitment
UR - http://www.scopus.com/inward/record.url?scp=79959991115&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=79959991115&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2010.12.001
DO - 10.1016/j.jbusres.2010.12.001
M3 - Article
AN - SCOPUS:79959991115
SN - 0148-2963
VL - 64
SP - 1089
EP - 1096
JO - Journal of Business Research
JF - Journal of Business Research
IS - 10
ER -